Good journalists always protect their sources. Not that JJJ is a good journalist, per say, but he knows what parts of his business need protected.
Ironically, in the comics, he learns Peter's identity for a time, and begins acting like something of an ally, only to accidentally reveal Peter's identity to the Goblin who had been suffering amnesia and forgotten who Spider-Man was.
Spider-Man saved JJJs son from a space rocket launch, his son is an astronaut, Spider-Man saved him, and the attention was all on Spider-Man instead of JJJs son, and JJJs held that against Spider-Man ever since.
I wouldn't call Jameson underappreciated. He's as much an impediment to Peter as his is a benefit.
Sure, he won't hand his golden photographer over to the Goblin, even with a knife at his throat, and that's noble, but he also doesn't pay Peter shit, is partly responsible for the creation of at least two of Spidey's rogues, and actively turns the city against him with an unrelenting campaign of libel and hate.
Since when was J. Jonah Jameson "underappreciated" (especially in his portrayals by J.K. Simmons)? "Appreciated" in this context doesn't mean "liked," you know; it means "considered important." Love-to-hate villainous characters like Simmons as JJJ, Alan Rickman as the Sherriff of Nottingham or Snape or Hans Gruber, Louise Fletcher as Nurse Ratched or Kai Winn, etc., are plenty appreciated!
I remember first seeing this and thinking it was a huge redemption for his character. I love that JK Simmons has kept this role for all these years. What a great actor and what a great character.
There's this video I saw on YouTube where someone deep faked Heath Ledger's face onto himself as the joker. Really awesome seeing Heath Ledger playing Joker without the makeup. Kinda freaky too!